It is a world-first iPhone application that allows beer-lovers to scan and get tasting notes on nearly 500 beers, as well as track what beers their friends are drinking and where.

The leap into 21st century social marketing from Australia's oldest existing brewery, Cascade in Tasmania, is a bold move to create the ultimate guide to the amber fluid and cash in on generation Y's twin obsessions with mobile phone applications and social networking.

The Carlton & United Breweries brand has been working on the application with ad agency Droga 5 for several months and has listed nearly 500 beers.

Awaiting approval by Apple, the application is expected to be available free within the next fortnight, and industry observers predict it will be a hit not only in Australia, but also around the world.

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Comments on this story

Chris of Adelaide Posted at 6:39 AM November 15, 2010

With only 500 beers in the database, they'd want to get to expanding that list right fast if they want it to be popular and successful around the world.

Comment 1 of 2

Amanda of Queensland Posted at 7:20 AM November 15, 2010

I will be more excited about something that will assist Aussies to drink less. Why motivate people and even our younger generation to drink more? Alcholism is a real problem. Lets not encourange people to drink more, lets be responsible. For the beer companies it is all about money and nothing about ruined lives and ruined families.

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